Marketron Executes the First-Ever Real Time Programmatic Spot Buy for Radio

May 28, 2015, 17:18 ET from Marketron

SAN JOSE, Calif., May 28, 2015 /PRNewswire/ -- Marketron, the media industry's leading provider of advertising software solutions, serving 7,000 radio stations across the United States, executed the first ever real time programmatic spot buy in the radio industry at the Radio Ink Convergence Conference on May 27.

Marketron facilitated programmatic buys for KS95 (KSSTP-FM Hubbard Broadcasting, Inc.) and KSKI-FM (Rich Broadcasting), a radio station in Sun Valley, Idaho. Both published inventory to Marketron's Mediascape Marketplace platform. Starwood's Aloft hotel group bought the inventory from KS95 and Wood River Valley Insurance bought the inventory from KSKI using a demand side platform. Marketron developed their Mediascape Marketplace last year as a means to support their broadcast customers with a sell side platform. The company intends to operate an open and fair independent marketplace for the stations so that they remain in control of their own inventory and its value.

Radio is known for being a uniquely cost effective and responsive medium. The addition of automatic buying brings a new ease of use. Moving from a manual process to one that is virtually automatic with an integration of data sources, enables advertisers to target at scale and derive insights into the effectiveness of their campaigns.

This demonstration illustrates the interoperability between Marketron's Mediascape and programmatic platforms at a time when programmatic is being adopted across the media landscape to maximize inventory and revenue. This allows broadcasters and advertisers to leverage radio's power when it comes to cost effectiveness, responsiveness and the ability to take advantage of the latest targeting capabilities.

Says Jeff Haley, CEO of Marketron: "This is an exciting moment for radio. By showcasing a real time programmatic spot buy on radio, we are illustrating how accessible it is for advertisers to use programmatic to take advantage of radio's local power, and for radio stations to maximize their inventory. We are proud to be the first."

About Marketron
Marketron is the media industry's leading provider of business software solutions and services. Specializing in revenue management and audience engagement solutions, Marketron enables media companies to drive new growth opportunities. With more than 7,000 media organizations served, Marketron solutions are the most widely used in the world and manage an estimated $15 billion in annual advertising revenue in the United States alone.

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SOURCE Marketron